Netflix is raising prices in the U.S. again — the second time in just over a year.
The streamer quietly updated its website thursday with new pricing across all three of its main plans. Under the new rates, the Standard with Ads plan now costs $8.99 a month, up from $7.99. The Standard plan jumps from $17.99 to $19.99 a month, while the Premium plan increases from $24.99 to $26.99 a month.
The updated pricing applies to both new and existing subscribers, though current members won’t see the increase hit immediately. According to Netflix, new members signing up starting thursday, march 26 will pay the new rates right away, while existing subscribers will be notified by email about a month before their new price takes effect, depending on their billing cycle.
In a statement, Netflix said the company is sticking to the same strategy it has leaned on before — offering multiple plan options while raising prices as it continues to expand its offerings. The company said the increases will help it “reinvest in quality entertainment” and improve the overall user experience.
The move signals that Netflix believes it still has room to charge more, even as the streaming landscape remains crowded and more expensive for consumers overall. While some subscribers may decide to cancel, the company is clearly betting that the added revenue will outweigh any churn.
Netflix ended 2025 with more than 325 million subscribers globally and remains the biggest subscription streaming service in the world. The company previously raised prices in the U.S. during the first quarter of 2025, which marked the first Standard tier increase in three years.
The price hike also comes as Netflix looks to keep growing revenue in 2026 through a mix of membership gains, higher pricing, and ad growth. Executives previously pointed to pricing as one of the key drivers of this year’s business outlook, alongside subscriber growth and a major push in advertising revenue.
With the latest increase, Netflix’s U.S. pricing is up by an average of about 11% across its plans.
Caption:
Netflix is raising prices again. Starting now, its Standard with Ads plan is $8.99/month, Standard is $19.99/month, and Premium is $26.99/month.
The new rates apply immediately to new subscribers, while existing members will be notified before their increase hits.
For Netflix, it’s another sign that the company believes people will keep paying more as it continues to grow its content slate, ad business, and subscriber base.
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